Study Reveals Apple is the Most Intimate Brand during COVID

by Emily on September 9, 2021

in Apple, iPhone, Tech News

Consumers of Apple products have conveyed a continually increasing strong emotional attachment to the brand during the COVID-19 pandemic as they have become even more reliant on the company’s products and services, based on a new study.

Market research firm MBLM revealed this week that Apple has ranked as the #1 most intimate brand during the pandemic, a result from their 2021 Brand Intimacy COVID Study.

“MBLM (pronounced Emblem) uses emotional science to build and manage more intimate brands. Amazon and Google are second and third in the study overall, respectively. Brand Intimacy is the emotional science behind the bonds we form with the brands we use and love.”

There were 3,000 US consumers surveyed and 50% said they used Apple devices and services even more during the pandemic. Apple was the only brand to land a spot in the top five of both male and female respondents. What’s also interesting is that Apple topped the list for women, who tend to try out a more varied mix of industries than men. YouTube, Samsung and Apple ranked first, second and third respectively for the male demographic.

Managing partner at MBLM Mario Natarelli said, “In year two of the pandemic, our study reveals the brands that pivoted effectively and benefited from doing so, demonstrating how leading brands continue to gain emotional currency in our lives. The reality is that the pandemic has created brand winners and losers – and those that are ‘winning’ are seeing dramatic improvement in business performance and increased distance between themselves and their competitors.”



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